COMINGS AND GOINGS

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Fudge, Craigie will oversee

newly merged Kraft divisions

[new york] Ann Fudge, 46, has been named president of a new Coffee & Cereals unit of Kraft Foods.

Kraft also last week boosted James Craigie, 43, to head up another newly formed division, Beverages & Desserts.

The moves came as Kraft merged four of its units here into two. Ms. Fudge was previously president of Maxwell House and Mr. Craigie exec VP-general manager of the beverage division. Both also were named Kraft exec VPs.

"The increased responsibilities for Ann Fudge and Jim Craigie recognize their strategic leadership and the outstanding business results they have achieved," Kraft Chairman-CEO Robert Morrison said in announcing the shift. "This new configuration will also leverage supply chain and marketing synergies across these four businesses and enable us to manage them more effectively and efficiently."

As a result of the division reshuffling, Mark Leckie, president-Post cereals, resigned. Mr. Leckie, known primarily for leading Post's cereal price rollback in 1996, will be succeeded by Tim Callahan, 37, who keeps the title of exec VP-general manager, cereals. Todd Brown, 48, continues as exec VP-general manager, desserts.

There continue to be five divisions in Kraft's other main office and headquarters in Northfield, Ill. Those divisions are cheese, pizza, enhancers, meals and foodservice. A spokesman said there are no plans to reconfigure any of those units "at this time."

OTHER PEOPLE MOVING:

Mitchell Orfuss, 48, to CEO, Lowe Direct, New York, from president, J. Walter Thompson Direct. He succeeds Lynn Fantom, who remains a consultant to parent Lowe & Partners/SMS on direct business development and acquisitions.

Don Cole, 47, to senior VP-corporate media director, Moroch & Associates, Dallas, from senior VP-president of media, W.B. Doner & Co., Baltimore. He succeeds Gayle Smiley, now senior VP-account director on the Oldsmobile local marketing groups account.

Tony Taylor to senior VP-director of client services, a new post at Bates USA West, Irvine Calif., from account director, Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York.

Dave Alpher to VP-general manager of national accounts sales, a new post at GTE Directories, Dallas, from general manager-national accounts. Also: Robert S. Alexander Jr. to VP-general manager, East Region, from the same title for the Central Region, succeeding Dick Martin, who moved to another GTE business unit. Succeeding Mr. Alexander is Scott Laver, from director of international finance, GTE Service Corp.

John Dianna to president, a new post at Los Angeles-based Petersen Publishing Co.'s Automotive Performance Group, from VP-executive publisher. He will manage group publishers of six new APG subdivisions as well as create ancillary products such as business-to-business publications, TV programming and special events.

Jeremy Thomas, 34, to director of account planning, Anderson & Lembke, San Francisco, from associate director of account planning. He succeeds Linda Casey, who left.

Marcia Mossack to executive creative director, Vogue, New York, from creative services director. Anne Marino moves to creative services director, from VP-licensing, Nautica; and Connie Anne Phillips to advertising director, from

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